What IllumiNative does

IllumiNative was a private, Native women-led 501(c)(3) advocacy and research nonprofit founded in 2018 by Crystal Echo Hawk (Chemehuevi) and headquartered in Tulsa, Oklahoma, with operations across the United States. The organization worked at the intersection of research, narrative strategy, entertainment industry engagement, and grassroots organizing to counter the invisibility and erasure of Native peoples in American media, education, and policy. Its portfolio included the Indigenous Futures Survey — Indian Country's largest research project with more than 19,000 responses across four iterations — alongside high-profile advocacy campaigns such as Change the Name (resulting in the Washington Football Team's retirement of its racist name), #DebForInterior (securing the first Native U.S. Cabinet member), Protect ICWA (contributing to the Supreme Court upholding the Indian Child Welfare Act), Natives Vote civic engagement, and COVID-19 public-health responses in Indian Country.

Core offerings spanned research publications, advocacy campaigns, podcasts (American Genocide, IllumiNative On Air), K-12 educator resources, cultural consulting for Hollywood, and the Netflix Producers Program and Sundance Indigenous House for Native talent development. There was no commercial technology product; infrastructure comprised a small core team of 1–10 employees supported by a network of Native-led partner organizations, research collaborators (University of Washington, University of Michigan RISE, Lake Research Partners, Kauffman and Associates, Nielsen, USC Annenberg Norman Lear Center), and entertainment industry partners (Netflix, Google, Array, The Black List, San Manuel Band of Mission Indians, Open Society Foundations). In October 2025, IllumiNative spun off Indigenous House, a Native creator-led streaming platform launched on YouTube with nine original programs.

The business model was philanthropic rather than commercial: IllumiNative provided all programs, research, campaign resources, and educational materials free of charge to Native communities, educators, organizations, and allies. Revenue consisted of institutional grants and foundation donations, with the largest disclosed award being a $2 million Skoll Award for Social Innovation in 2024. Annual revenue was not publicly disclosed. After seven years of operation, IllumiNative officially sunsetted at the end of 2025, with its website retained as an archive.

Name

IllumiNative

Legal name

IllumiNative

Website

https://illuminative.org

Company type

Private

Founded year

2018

Operating status

Closed

Headcount range

1–10 employees

Short description

IllumiNative was a Native women-led 501(c)(3) nonprofit advocacy and research organization founded in 2018 that advanced Native representation through research, narrative-change campaigns, civic engagement, and entertainment-industry partnerships, serving Native communities, educators, and Hollywood across the United States until its sunset at the end of 2025.

Ownership category

akta.pro rank

Product category

Native Advocacy and Narrative Change Services

NAICS

Social Advocacy Organizations (8133), Human Rights Organizations (813311), Civic and Social Organizations (813410)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Racial & Ethnic Justice Organizations (BPAGAFAC)

akta.pro secondary industries

Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI), Transitional Justice, Accountability & Reparations (BPADAGAL)

Keywords

• Indigenous advocacy research
• Narrative change strategy
• Native civic engagement
• Cultural consulting services
• Nonprofit media campaigns

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Philanthropic funding and grants: As a nonprofit organization, IllumiNative operated primarily through philanthropic grants and donations from foundations and individual supporters. The organization received significant funding including a $2 million Skoll Award for Social Innovation in 2024.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

IllumiNative was a Native women-led nonprofit advocacy and research organization that built power for Native peoples through narrative change, research, advocacy campaigns, civic engagement, and cultural consulting. It executed research projects, produced podcasts and media content, ran civic engagement and policy campaigns, and advised entertainment industry and education sector partners on authentic Native representation. The organization sunsetted at the end of 2025, with its programs, campaigns, and research made available free of charge to communities.

Product overview

IllumiNative was a Native women-led advocacy organization focused on amplifying contemporary Native voices, stories, and issues to advance justice, equity, and self-determination. Rather than a traditional software product company, IllumiNative operated a portfolio of research initiatives, advocacy campaigns, and media content projects. Core offerings included the Indigenous Futures Survey (the largest Native-led research project with 19,000+ responses), the American Genocide Podcast, the Change the Name Campaign, Natives Vote civic engagement, and Entertainment Partnerships with cultural advising services. The organization also produced the IllumiNative On Air Podcast, Career Support Programs including the Netflix Producers Program, and the Sundance Film Festival Indigenous House events. In October 2025, the organization launched Indigenous House, a streaming platform on YouTube featuring nine original programs by Native creators. The organization sunsetted at the end of 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Indigenous Futures Survey (IFS) A multi-year Native-led research survey capturing authentic experiences, systemic challenges, and priority issues of Native peoples; for community leaders, researchers, advocates, journalists, and policy stakeholders.
• American Genocide Podcast A six-episode investigative audio podcast examining the US federal Indian boarding school system; for general audiences, educators, and Native communities.
• IllumiNative On Air Podcast An ongoing podcast uplifting stories and news from across Indian Country; for Native communities, allies, and general audiences seeking accurate portrayals of Native peoples.
• Sundance Film Festival - Indigenous House A curated, culturally immersive event held at the Sundance Film Festival featuring Native creators, panel discussions, and networking; for Hollywood industry professionals, Native creatives, and media partners.
• Career Support Programs (Netflix Producers Program) A year-long professional development and fellowship program supporting Native producers in entertainment; for emerging Native film and television producers.
• Educator Resources K-12 curriculum materials including lesson plans, activity guides, and educator resources for teaching accurate and contemporary Native American history and representation; for teachers, school districts, and educational institutions.
• Entertainment Partnerships and Cultural Advising Cultural consulting, training, and actionable industry guides for authentic Native representation; for Hollywood studios, streaming platforms, producers, writers, and other entertainment industry professionals.
• Indigenous House (Streaming Platform) A streaming platform on YouTube featuring nine original programs led by Native creators, promoting Indigenous perspectives and culture; for general audiences seeking Indigenous-led content.
• Native Power & Visibility In A Changing America Report A final research publication exploring priorities of Native peoples and non-Native perceptions of Native identities, cultures, and stories; for community leaders, advocates, researchers, educators, and allies.
• Indigenous Futures Storytelling Project A virtual photography exhibit celebrating strength and resilience of Indigenous peoples through work by Native photographers; for general audiences, arts communities, and Native peoples.
• Change the Name Campaign A national advocacy campaign to eliminate racist sports mascots and retire the Washington Football Team's racist name and logo; for Native communities, institutional investors, sports organizations, and policy stakeholders.
• Natives Vote A civic engagement get-out-the-vote campaign providing Native voters with registration information, mobilization tools, and grassroots organizing resources; for Native voters, community organizers, and Tribal Nations.
• Protect ICWA Campaign A media and digital advocacy campaign to protect the Indian Child Welfare Act and Tribal sovereignty; for Native families, child welfare advocates, Tribal Nations, and policy stakeholders.
• Deb Haaland Confirmation Campaign A political advocacy campaign supporting Deb Haaland's nomination and confirmation as Secretary of the Interior; for Native voters, policy advocates, and elected officials.
• CNN & #REMOVERICK Day of Action A media accountability digital activation campaign addressing misrepresentations of Native peoples in mainstream media; for media organizations, Native communities, and journalists.
• COVID-19 Campaigns (Warrior Up / For the Love of Our People) Public health campaigns addressing COVID-19 impacts on Native communities through vaccination outreach, education, and grants to grassroots health organizations; for Native communities, urban Indian health organizations, and educators.
• Multiracial Movement for Justice and Democracy A coalition campaign partnering with Native and non-Native organizations to challenge dominant narratives and build a multiracial movement for justice and democracy; for allied advocacy organizations and Native communities.

Quantifiable outcome

• 500 million+ reached via earned media for American Genocide Podcast; 42 billion earned media impressions from Change the Name Campaign; 825 million combined audience reach for Roe v Wade campaign
• +5 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered secondary and core.

• YouTubesecondaryTechnology or Integration · 1 January 2025Indigenous House streaming service, which evolved from IllumiNative, launched on YouTube with nine original programs promoting Indigenous perspectives and culture.
• USC Annenberg Norman Lear CentercoreStrategic or Co-development Partner · 1 January 2024Joint research partner on Native Representation on Scripted Television report examining heightened visibility and its impact on audiences.
• National Native American Boarding School Healing Coalition (NABS)coreStrategic or Co-development Partner · 1 January 2023Partnered with NABS to educate audiences about the history of U.S. Indian boarding schools and their impact on Native peoples through the American Genocide Podcast. NABS is the only national organization advocating for those impacted by Indian boarding schools.
• Thunder Valley Community Development CorporationsecondaryStrategic or Co-development Partner · 1 January 2023Community-based Native organization that partnered on the American Genocide Podcast project to bring the story of the Red Cloud Indian School to audiences far and wide.
• Decolonizing WealthsecondaryStrategic or Co-development Partner · 1 January 2023Partnered on the American Genocide Podcast initiative to bring the story of Indian boarding schools to life and reach audiences far and wide.
• The Black ListcoreStrategic or Co-development Partner · 1 January 2023Partnered with The Black List and Sundance Film Institute's Indigenous Program to launch the Indigenous List showcasing Native screenwriters' talent and creating pathways within the entertainment industry.
• National Indian Child Welfare Association (NICWA)coreStrategic or Co-development Partner · 1 January 2022Partnered to organize a targeted media and digital advocacy campaign to protect the Indian Child Welfare Act (ICWA) from being declared unconstitutional in the Brackeen v. Haaland Supreme Court case. The campaign successfully mobilized audiences to protect Native children and Tribal Nations' right to self-govern.
• NielsencoreStrategic or Co-development Partner · 1 January 2022Partnered to examine and evaluate Native representation in the entertainment industry. Conducted research on the economic impact of Native-led and Native-created content and produced case studies.
• NetflixcoreStrategic or Co-development Partner · 1 January 2022Created the first-of-its-kind year-long Netflix Producers Programs to support Native producers in advancing their careers. Eight producers were selected from nearly 400 applicants, each receiving $25,000 fellowship and monthly workshops with industry experts.
• Urban Indian Health InstitutecoreStrategic or Co-development Partner · 1 January 2021Launched For the Love of Our People COVID-19 vaccination campaign in partnership with UIHI and Seattle Indian Health Board to encourage vaccinations in Indian Country.
• Seattle Indian Health BoardcoreStrategic or Co-development Partner · 1 January 2021Partnered on COVID-19 vaccination campaigns. During the pandemic, also partnered to pivot operations to supply PPE to the Seattle Indian Health Board.
• Native Organizers AlliancecoreStrategic or Co-development Partner · 1 January 2021Partnered with Native Organizers Alliance and a dozen other organizations to organize the #DebForInterior campaign supporting Deb Haaland's nomination and confirmation as first Native Cabinet member in US history.
• Native Organizers AlliancecoreStrategic or Co-development Partner · 1 January 2020Co-led the Indigenous Futures Survey - a multi-year Native-led research project designed to illuminate authentic experiences, systemic challenges, and priority issues of Native peoples. This was a foundational partnership that shaped much of the organization's research-based approach to narrative change.
• First Peoples WorldwidecoreStrategic or Co-development Partner · 1 January 2020Launched the #TheTimeIsNow campaign with First Peoples Worldwide to end the Washington Football Team's use of a racial slur. Investor groups representing $620 billion in assets signed a letter coordinated through this partnership.
• Lake Research PartnerscoreStrategic or Co-development Partner · 1 January 2020Partnered on the Indigenous Futures Survey research design, implementation, and evaluation. Also conducted qualitative and quantitative research for the Native Visibility + Power-Building Project.
• National Indian Education AssociationcoreStrategic or Co-development Partner · 1 January 2020Partnered to develop online education activity guides and lesson plans to support educators in increasing Native visibility and contemporary representation in curricula for over 1 million students and families.
• AmplifiercoreStrategic or Co-development Partner · 1 January 2020Partnered on multiple public art campaigns including Indigenous Peoples' Day initiatives and educator resources, creating engaging visual content for advocacy efforts.
• Nia TerocoreStrategic or Co-development Partner · 1 January 2020Partnered on public art campaigns elevating Indigenous land stewardship and the relationship between Indigenous sovereignty and Black liberation.
• Sundance Film Institute Indigenous ProgramcoreStrategic or Co-development Partner · 1 January 2020Produced official Indigenous House at Sundance Film Festival in 2020, 2023, and 2024 - a curated, culturally immersive event celebrating Native creatives and building narrative sovereignty in Hollywood.
• Reclaiming Native Truth Research PartnerscoreStrategic or Co-development Partner · 1 January 2018Nearly two dozen Native artists, creatives, thought leaders, nonprofit leaders, journalists, and others came together for the Reclaiming Native Truth research project that identified invisibility as the modern manifestation of systemic racism.

Scale indicators22 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Color Of Change: Color Of Change is a racial justice advocacy organization that runs large-scale campaigns targeting corporations, media, and government. Most comparable peer in the racial-justice narrative-change space using digital mobilization, celebrity partnerships, and earned-media campaigns to drive institutional change.
• NDN Collective: NDN Collective is an Indigenous-led organization focused on building Indigenous power through organizing, advocacy, narrative change, and grantmaking. Most directly comparable peer to IllumiNative in mission, structure, and approach to advancing Native self-determination through systemic and narrative interventions.
• Define American: Define American is a narrative-change nonprofit that uses media, research, and culture to shift public perception of immigrants. Closely comparable peer in structure — research-driven narrative-change organization combining entertainment industry engagement with advocacy campaigns targeting visibility and representation.
• National Indian Child Welfare Association (NICWA): NICWA is a Native-led nonprofit focused on protecting Native children and tribal sovereignty through ICWA advocacy and policy work. Direct peer in Indigenous-led advocacy; actually a partner on IllumiNative's Protect ICWA campaign, demonstrating deep operational overlap in Native policy advocacy.
• Center for Native American Youth (CNAY): CNAY is a Native youth advocacy organization focused on policy, research, and narrative change for Native youth issues. Comparable peer in Native-led research and advocacy targeting the next generation of Indigenous leaders and policy change.
• Native Organizers Alliance: Native Organizers Alliance is a national organizing network for Native candidates, voters, and civic engagement. Direct peer and key partner of IllumiNative (co-led the Indigenous Futures Survey), with overlapping civic-engagement and voter-mobilization work.
• First Nations Development Institute: First Nations Development Institute is a Native-led nonprofit focused on economic development, advocacy, and grantmaking in Native communities. Comparable peer in scale, mission, and grantmaking approach to advancing Native self-determination.

Broad incumbents

• Movement for Black Lives: Movement for Black Lives is a national racial-justice coalition coordinating advocacy and narrative campaigns across hundreds of organizations. Comparable as a broader racial-justice infrastructure organization, though larger in scope and serving Black communities specifically.

Emerging players

• Pop Culture Collaborative: Pop Culture Collaborative is a donor collaborative funding narrative-change work targeting pop culture and entertainment. Comparable as an adjacent funder that funded IllumiNative's work, with overlapping thesis on culture/entertainment as a lever for social change.
• Nia Tero: Nia Tero is an Indigenous-led foundation focused on Indigenous land stewardship and environmental sovereignty. Direct partner of IllumiNative; comparable as a Native-led grantmaker and narrative-change organization working across Indigenous sovereignty issues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@IllumiNative
• Instagraminstagram.com/illuminative
• Xx.com/illuminative
• Facebookfacebook.com/IllumiNativeOrg

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IllumiNative